Article
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WARC Best Practice, April 2019
Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
Article
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Giles Lury, WARC Best Practice, June 2016
This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.
News
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23 July 2019
Oreo, the cookie brand, has extended its appeal to new audiences by driving cultural connectivity with a diverse range of consumers.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019
Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.
Article
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David Taylor, Admap, July 2019
Looks at driving premiumisation by smartly and strategically extending your core range.
News
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03 June 2019
Amazon is reportedly considering the purchase of Boost, one of US telco Sprint's pre-paid brands, placing the e-commerce behemoth on track to enter the wireless service game.
News
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29 May 2019
Bytedance, the privately-held Chinese company behind the globally popular streaming app TikTok, is reportedly planning to make a move into hardware with a smartphone product.
News
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22 May 2019
Following the stellar success of DC and Marvel in migrating comic book heroes to the big screen, Sony Interactive Entertainment has launched PlayStation Productions, aimed at taking some of its most successful games to the movies and TV.
News
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20 May 2019
Amazon, the world’s largest online retailer, is expanding its reach even further after making a substantial investment in Deliveroo, the UK-based food delivery start-up.
News
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14 May 2019
Mondelēz, the global snacking business, sees significant snacking opportunities in fast-growing Asian markets, where it is shifting its focus towards local tastes and needs, a top executive has said.
Article
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WARC Best Practice, April 2019
This paper explains the concept of New Product Development (NPD) – the process of bringing a new product to market – and how to ensure its success.
News
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11 April 2019
In an age of consumer-centricity, Indonesia’s super app GO-JEK has achieved its current position of dominance by focusing equally on service providers, according to a top executive at the company.
Opinion
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Andrew Wardlaw, April 2019
Amazon is quietly introducing its own grocery brands, but are they any good? MMR’s Andrew Wardlaw finds out.
Article
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Low Lai Chow, Event Reports, Money 20/20 Asia, March 2019
GO-JEK, originally a ride-hailing app and now a service delivery app, has re-imagined the provision of micro-services in key South East Asian markets.
Article
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Stephen Whiteside, Event Reports, SXSW Interactive, March 2019
The New York Times, the news provider, is expanding onto television with a new show called “The Weekly”, a move that represents another step forward in the brand’s growing efforts at diversification.
Article
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Sam Peña-Taylor, Event Reports, MWC Barcelona, February 2019
The telecoms industry is at the core of digital transformation across the business landscape, the industry tasked with implementing the network changes that will see in the future – here are its challenges.
News
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26 March 2019
Apple TV+, the new Apple streaming service announced yesterday, pitches the device manufacturer into a crowded market as it shifts its business strategy towards original content and digital services.
News
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18 February 2019
The trend towards ‘super-apps’ in Asia shows no signs of slowing, as the leading regional players expand their consumer services and major Chinese ones move into government-related territory.
Article
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Low Lai Chow, WARC Exclusive, February 2019
Major trends shaping marketing strategy in Asia in 2019 including consolidation, customer experience and brand purpose.
News
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05 February 2019
IKEA is to trial leasing products instead of just selling them – a concept the company hopes will lead to the leasing of everything from office desks to kitchen units for the home.
News
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17 January 2019
Grab, Southeast Asia’s leading ridesharing brand, is set to offer digital insurance services across the region.
News
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16 January 2019
E-commerce service Paytm is reported to be finalising plans to launch a video service to take on rivals Amazon and Flipkart.
News
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03 January 2019
Didi Chuxing, the Chinese ride-hailing app, is diversifying into financial services with the launch of new products such as car insurance, personal loans and crowdfunded medical insurance.
News
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14 December 2018
Tencent Music Entertainment Group, which is owned by Chinese tech firm Tencent Holdings, launched on the New York Stock Exchange this week as it indicated it aimed to boost the number of people in China prepared to pay for music streaming.
News
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05 December 2018
Altria Group, the maker of Marlboro cigarettes, is in talks with a Canadian cannabis company as it seeks to diversify from its core tobacco business.
